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Translation of Cosmetic Brand Names from the Perspective of Skopos Theory2023-12-31 17:01Source:Horizon Academic
Translation of Cosmetic Brand Names from the Perspective of Skopos Theory 目的论视角下化妆品品牌名的翻译 Li Ying, Zhang Weiwei 李影 张玮玮 Abstract: Cosmetics brand names not only represent corporate cultural connotations but also carry brand characteristics, which are crucial to developing international markets. The translation quality of brand names is directly related to the company's development prospects in the international market.This study explores the feasibility of brand name translation by using a quantitative analysis of collected cosmetic brands, and investigates the functions and translation strategies of cosmetic brands under the perspective of skopos theory. It is found that translation methods such as literal translation, transliteration, combination of phonetic and semantic, and zero translation are widely used in brand translation. Some results prove that the translations guided by the theory of skopos are acceptable. As more international cosmetic brands enter the Chinese market, consumers' purchasing decisions will be influenced not only by price, but also by brand name, which plays a decisive role. Therefore, successful translation is crucial for the promotion of cosmetic brands in the international markets. 摘要：化妆品品牌的名称对于拓展国际市场至关重要，因为它代表了企业文化和品牌特色。翻译品牌名称的质量直接关系到公司在国际市场上的发展前景。本研究以收集到的化妆品品牌为对象，采用定量分析的方法，以目的论的为基础，探讨了品牌名称翻译的可行性，研究了化妆品品牌在目的论视角下的功能和翻译策略。研究发现，在品牌翻译中，人们广泛采用直译、音译、音意结合和不译等翻译方法，部分结果证明了目的论指导下的译文是可被接受的。随着更多国际化妆品品牌进入中国市场，消费者购买决策将不仅受价格影响，品牌名称也发挥决定性作用。因此，成功的翻译对化妆品品牌在国际市场的推广至关重要。 Key words: skopos theory; cosmetic brand names; translation methods 关键词：目的论；化妆品品牌名称；翻译方法 中图分类号：H315.9 文献标识码：A 文章编号：2832-9317（2023）04-0029-5 DOI：10.12424/HA.2023.061 本文链接：https://www.oc-press.com/HA-202304-029.html
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